国寿安保基金App停运背后，公募直销收缩潮持续

Core Viewpoint - The closure of the "Guoshou Anbao Fund" app by Guoshou Anbao Fund Management Co., Ltd. reflects a broader trend of shrinking online direct sales channels among small and medium-sized public funds in the industry [3][6][9] Group 1: Company Actions - Guoshou Anbao Fund announced the termination of its app's operation and maintenance services starting March 31, marking its exit from the independent mobile client sector [3][5] - Investors can still manage their accounts through the company's official website and WeChat account, with processes remaining consistent with the app [5] - The decision to close the app is part of the company's strategic adjustment, emphasizing risk management and compliance [5][9] Group 2: Industry Trends - Guoshou Anbao Fund is the fourth public fund to shut down its online direct sales platform in 2023, indicating a trend among small and medium-sized public funds [6][8] - Other funds, such as Beixin Ruifeng Fund and Guojin Fund, have also announced similar closures, highlighting a wave of app shutdowns in the industry [6][7] - The closure trend is attributed to high operational costs, low user engagement, and the competitive landscape of the public fund industry [8][9] Group 3: Operational Challenges - The high costs associated with maintaining a direct sales app, including technology updates and marketing, are unsustainable for many small public funds [8] - Regulatory changes, such as limits on third-party payment services and strict compliance requirements, have further increased operational costs [8] - Despite the closures, many institutions are enhancing their website and WeChat services to maintain customer engagement and improve user experience [9]